The film's website contains materials of actors posing as police and investigators giving testimony about their casework, and shared childhood photos of the actors to add a sense of realism.
The IMDb page also listed the actors as 'missing, presumed dead' in the first year of the film's availability. The campaign tactic was that viewers were being told, through missing persons posters, that the characters were missing while researching in the woods for the mythical Blair Witch. During screenings, the filmmakers made advertising efforts to promulgate the events in the film as factual, including the distribution of flyers at festivals such as Sundance, asking viewers to come forward with any information about the 'missing' students. These augmented the film's found footage device to spark debates across the Internet over whether the film was a real-life documentary or a work of fiction. The film's official website featured faux police reports as well as 'newsreel-style' interviews. The Blair Witch Project is thought to be the first widely released film marketed primarily by the Internet.
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